PureGym

The Objective 

PureGym is a health club offering affordable, easy-access to gyms for people right across the UK. To reach more members at a lower cost-per-acquisition, the brand came to TikTok with a challenge: deploy a year-long period of testing and campaigning that would not only boost their membership base, but supercharge awareness, too. 

The Solution 

PureGym joined forces with dedicated teams at TikTok to produce an ambitious strategy for their year-long, always-on campaign. Three main goals helped define the approach: increase the brand’s reach, overcome customer pain points like ‘gym intimidation’, and offer promotions and savings to entice new members. 

PureGym’s approach centred around a TikTok-first mentality, creating content through the TikTok Creative Exchange Programme that felt 100% native and totally at home on the platform. The videos were then set up in a full-funnel approach consisting of reach, traffic and conversion campaigns using In-Feed Ads, Spark Ads and Interactive Add-Ons. 

Working with our account management and measurement teams in 2023, PureGym put testing and implementing at the top of the priority list. Throughout the campaign, they planned and activated conversion lift studies, audience segmentation, unique discount codes, and hundreds of different ads. Each test yielded invaluable insights into their brand’s performance drivers, helping them achieve a lower cost-per-acquisition at the same time as producing some truly memorable and engaging content. 

The Results 

The PureGym campaign is an incredible example of how a dedicated system of testing and implementation can transform your results from successful to show stopping. The campaign reached more than 10.9 million people in the UK, delivering an astonishing 173 million video views and, best of all, over 26,000 new joiners to the gym – proving the effectiveness of an always-on, full-funnel TikTok campaign.

The systematic approach of their campaign also yielded a jaw dropping 77% reduction in cost-per-completed-payment, which fell even further during promotional offers and student-specific ads. The campaign was so successful that it earned them the greatest performance award in our TikTok Ad Awards 2023, having used the platform to smash their lower-funnel objectives.